DeBeukelaer: New Sound Branding

DeBeukelaer just started (10/3/30) a new TV Campaign in Germany including a newly developed Sound Branding. It consists of a Sound Logo (whistled at the beginning of the commercial) and a Brand Score which repeats the melody of the Sound Logo. The theme of the commercial is “joy” – the joy to eat DeBeukelaer cookies. It’s more of an image spot as it doesn’t feature a specific cookie version.

The question to me is: Do the sound character and the voice reflect joy?

3 responses to “DeBeukelaer: New Sound Branding”

I should start by saying that I don’t speak German, and expressions of many emotions do vary substantially across different linguistic environments.

It’s quite a catchy tune, However, while I do hear confidence, even a sense of excitement from the vocalist, I also hear a level of cockiness and brashness which to my ear undermines the simple warmth and happiness that joy usually would contain. I felt a bit of ‘push’ in his delivery – a bit like a person on stage trying to excite and warm up the audience.

My experience in vocal directing is that it is actually very difficult to elicit – at least some – true and pure emotions from a voice, particularly Joy, which I think can only be captured ‘in the moment’.

No doubt many ‘voice actors’ would disagree with me on this point, though I listen a lot deeper into voices than most people I know of.

Some vocalists, such as George Michael, do have the capacity to perfectly re-live emotions as they sing, but this capacity is very very rare.